Published on March 8, 2014
NEO PLACES HOLISTIC EXPERIENTIAL CONCEPTS FOR HOTELS, R E S TA U R A N T S , MUSEUM & LEISURE ACTIVITIES 2014
HOLISTIC EXPERIENTIAL CONCEPTS FOR PLACES « Spatial branding is how a brand affects the experience of people using this space » ROBERT KLANTEN IN STAGING SPACES « An hotel branding differs from, say, product branding. » CLAIRE DARROW / VP AND CREATIVE DIRECTOR, ANDRÉ BALAZS PROPERTIES EMMANUELLE MORDACQ for NEO PLACES 2
OUR SERVICES Palihouse – Los Angeles EMMANUELLE MORDACQ for NEO PLACES 3
OUR SERVICES 1/ Create Experiential Brands Concepts to improve perceived value CREATES NEW CONCEPTS AND OFFERS / REBUILDS FORGOTTEN & AGING BRANDS / BUILDS THE DEPLOYMENT CONCEPT OF A SUCCESSFUL ONE-PLACE BRAND BENCHMARKS AND TREND ANALYSIS / FORECAST FOR EXPERIENTIAL PLACES 2/ Handle speciﬁc marketing mix aspects to enhance experience perception OPTIMIZES EXISTING PLACES IMPROVES OR REPOSITIONS SPECIFIC SPACE OR SERVICE IN AN EXISTING CONCEPT EVALUATES THE IMPACT OF NEW COMPETITION, NEW COUNTRIES DEVELOPMENT … 3/ Coach operational transformation to ensure experience effectiveness FOLLOWS THE OPERATIONAL IMPLEMENTATION OF A CONCEPT SPARRING PARTNER FOR THE INTERNATIONALIZATION OF EXPERIENTIAL BRANDS CONSULTING & COACH OF MARKETING TEAMS, TECHNIQUES AND OPERATIONS IN FRANCE, EUROPE, ASIA AND AMERICAS EMMANUELLE MORDACQ for NEO PLACES 4
OUR SERVICES Key parameters mastered during experience concepts creation PROFITABILITY BUILDING / EX. : MARGIN MARKERS OPERATIONS ORGANIZATION / EX. : TRANSLATION OF A CONCEPT INTO OPERATIONS HR / EX. : FOCUS ON SPECIFIC HR IMPACTS DESIGN AND ROLL-OUT / EX. : DESIGNER BRIEFING, ERGONOMIC SYSTEMS COMMUNICATION AND TRAFFIC / EX. : COMMUNICATION STRATEGY WEB AND VIRTUAL PRESENCE / EX. : E-COMMERCE ROLE AND ON-LINE TRAFFIC EMMANUELLE MORDACQ for NEO PLACES 5
WE ADVISE Marketing teams in large international hospitality and leisure groups Chairmen of fast-developing hospitality and leisure micro-groups Hospitality and Leisure specialists at investment funds and banks EMMANUELLE MORDACQ for NEO PLACES 6
WHO DRIVES NEOPLACES ? EMMANUELLE MORDACQ for NEO PLACES
EMMANUELLE MORDACQ Founder and chairman 20 years in international brands marketing Senior VP Global Marketing Director at Accor Hospitality o o SUCCESSFUL CREATION OF THREE INTERNATIONAL BRANDS INTEGRATING BUSINESS AND DEVELOPMENT ASPECTS WORLDWIDE MARKETING DIRECTOR OF MERCURE HOTELS (800 HOTELS; MANAGEMENT, FRANCHISE AND OWNED PROPERTIES) Senior Partner at TBWA Paris o RESPONSIBLE FOR INTERNATIONAL STRATEGIES OF TOP LEVEL BRANDS : TAG HEUER, FILA, BIC, BANG&OLUFSEN, VANITY FAIR, GUERLAIN, CANON, JAMESON, … EM Lyon Graduate, marketing specialization / holistic vision of brands Spaces Semiotics graduate (ESCP / Limoges University) Editor in chief of the neoplaces webmagazine Contributor to magazines and publications EMMANUELLE MORDACQ for NEO PLACES 8
AN EXPERT TEAM NeoPlaces is a new kind of agency, by its organization and its way of working, infused by a cooperative spirit favoring co-thinking and co-creation. NeoPlaces is a group of experts who know each other well, work together and organize themselves in team, according to the needs of the subjects entrusted to them. Our experts work on several fields of acitivity: hospitality, restaurant, leisure, transportation, retail, health… Our group covers the following expertises within those fields: ARCHITECTURE, LANDSCAPES MUSEUM AND PLACES SCENOGRAPHY TECHNOLOGY CURATION ART CURATION BRANDING & SOCIAL NETWORKS EMMANUELLE MORDACQ for NEO PLACES 9
CREDENTIALS NEOPLACES EMMANUELLE MORDACQ for NEO PLACES The Kimberly Hotel – New York 10
CONCEPTS CREATION Creating experiential brands from the start LICENCE BRAND ANIMAL & ART PARK NORMANDY BUSINESS UPSCALE HOTEL CHAIN ECONOMY FRANCHISE BRAND LUXURY HOTELS COLLECTION 11
Worldwide licence brand creation Concept and offer Visual identity Developpement strategy Internal deployment
Worldwide brand creation Concept and offer Operational guidelines (SOP) Visual identity Developpement strategy Global deployment
CONCEPTS REJUVENATION Bringing a successful original concept and bringing it to a new experience level BRAND & EXPERIENCE REPOSITIONING REPOSITIONING STRATEGY FOR COMPANY BID LUXURY RESORT REPOSITIONING AT ITS RIGHT LEVEL PRODUCT, SERVICES AND BRANDING REJUVENATION REPOSITIONING STRATEGY FOR COMPANY BID 14
Mythical cabaret repositioning (Paris) Repositioning Key messages Experience evolution Branding Communication Currently in process
Resort repositioning (Spain) Concept Operational guidelines (SOP) Brand Book Visual identity +14% revenue
PLACES MARKETING SUBJECTS Helping on all experiential places marketing mix aspects. NEW NETWORK BAR CONCEPT CHINA DEVELOPPEMENT IMPACT ON A ECONOMY HOTEL BRAND CONCEPT AND OFFER SHOPPING MALL SEGMENTATION OPPORTUNITY RUE DU COMMERCE .com CREATIVITY SESSION ON PHYSICAL TRANSLATION STRATEGICAL MARKETING PLAN COACHING CLIENT SATISFACTION DRIVERS BENCHMARKS 17
CONTACT US EMMANUELLE MORDACQ + 33 (0) 609 311 827 CONTACT@PLACES-CONSULTING.COM Discover everyday innovative places on our blog WWW.NEOPLACES.COM Follow us on Twitter and Linkedin @NEO_PLACES WWW.LINKEDIN.COM/COMPANY/NEO-PLACES 18
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